摘要：A research into the political-scientific and communicational aspects of the dialectical power of the media, or the lack of it, in the process of electoral behaviour, taking the 2003 general elections in Croatia as an example. The research covered the period September 1 - November 30, 2003. The methodology chosen and implemented was in line with contemporary trends in similar researches of the media and election and political campaigns. Authors point out the complexity of studying these problems that are currently in the focus of communication and political scientists. The research findings have confirmed the initial hypothesis in full. Authors of this research concentrated their attention on examining mutual correlation between media visibility of political options/politicians and electoral behaviour of citizens. An inductive/ deductive analysis of media presence was also conducted, in correlation with the funds invested in promotional campaign and propaganda. The research findings indicate there is no one-dimensional relationship of cause and effect between media visibility and electoral behaviour. The closing interpretation of research findings clearly indicates that voters' opinions before and after an election campaign do not differ significantly, meaning they were only slightly influenced by the media campaign.
关键词：media; public; media research; parliament elections; media campaign
